Published: 04 October 2018
Analyst(s): Marketing Research Team
Marketing leaders are heavily invested in scaling personalization. Rather than focusing on building one-to-one capabilities, our research exploring consumer perceptions of personalization suggests a different, more scalable approach to high-impact personalization.
A Long Road Ahead to Personalization at Scale
Striving for One-to-One
A Costly Complex Endeavor
In Search of Answers
Key Observations From our Consumer Panel Study on Personalization
Punished for Irrelevance
A Double Bind
2 Categories of Perceived Brand Intent
The Value of Help Me
The Amplifying Effect of “Prove You Know Me” Personalization
Restraint Needed When It Comes to Tailored Help
Recommended by the Authors
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